Motivational Approaches for Crowdsourcing

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Examples

By Derek Smith, Mohammad Mehdi et al.:

"Three examples of motivational approaches in crowdsourcing are provided below.

Lufthansa

"Some companies have used crowdsourcing to engage customers to shape the future of a business segment. An example is Lufthansa's Air Cargo Innovation Challenge for Customer Service. Lufthansa was looking for creative ideas about the future form and function of customer service as it related to cargo and in particular the touch points between a customer and Lufthansa customer service representatives. Lufthansa also seized the opportunity to find “out of the box ideas” from the crowd. Members registered to join this crowdsourcing community and created a pool of ideas for consideration by a corporate jury. The motivational drivers used by Lufthansa to motivate the crowd were three different prizes that included training in a flight simulator located at the Frankfurt International Airport and different amounts of air miles (i.e., points to be redeemed against future passenger flights). The top three ideas provided customer insight into a certification program to create trust and loyalty, a CargoTRIS idea to educate people about Lufthansa Cargo, and a CargoPedia idea to build a cargo knowledge base with specific knowledge." (http://timreview.ca/article/657)


Bombardier

"Crowdsourcing can also engage customers to participate in the design of a product. An example is Bombardier's innovation contest, which sought ideas relating to the future of train interiors. Bombardier was looking for innovative features to be incorporated into the interior based upon insight from leisure passengers, business travelers, and everyday passengers. Participants registered to join this crowdsourcing community and a corporate jury considered the submissions. The motivational drivers selected by Bombardier for the top 10 submissions in two categories were different levels of cash prizes from 2,000 Euros to 200 Euros as well as Netbook computers. The two categories related to the coach interior and a new seat design. The winning designs provided focus to Bombardier, insight into the passenger needs, and a high level of innovation for the next train product." (http://timreview.ca/article/657)


Zooniverse

"Crowdsourcing can also engage members from the public to participate in scientific research in situations where funding and staff are limited. Zooniverse is an online science and research site that applies crowdsourcing to citizen-based science projects in a number of different categories. One project relates to studying photos from Mars to determine weather patterns. The group of researchers on this project was too small to effectively review the multitude of images in the photo library while remaining within the time constraints and scope of the project. Volunteers are assisting the researchers with visual identification of particular features on the images such as “fans” and “blotches” on the Martian surface, which are indicative of wind direction and speed. The primary motivational driver for the volunteers is being allowed access to amazing satellite images from Mars. As of January 2013, over 60,000 volunteers had reviewed and reported on more than 3 million photos." (http://timreview.ca/article/657)


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